market research and search engine optimization

To get started, Fallen walks you through the complete step-by-step process below:

<iframe src=“https://www.linkedin.com/embed/feed/update/urn:li:ugcPost:7038794324968407040” height=“646” width=“504” frameborder=“0” allowfullscreen=“” title=“Embedded post”></iframe>

Best for: Fallen’s site speed tip is easy to do, making it beginner-friendly. That said, even more advanced SEOs shouldn't sleep on this tech SEO best practice.

2. SEO Content (Focus on quality and search intent.)

“There are a few very important things when it comes to creating great SEO content. I'll focus on two,” says Ben Goodey, Founder at Spicy Margarita Content and SEO podcast and case studies community, How the F*ck .

1. Content Quality

"People often look at the state of other content on Google and think, ‘Oh, great, mine doesn’t have to be interesting, unique, or spicy in any way.' But lowering your bar for quality when it comes to SEO is a big no in my book,” says Goodey.

Low-quality only guarantees you fit into the crowded market of bland content and don't stand out to a reader, Goodey notes.

Goodey reminds us that “The best content, whether distributed via search or not, is filled with value, your brand, personality, your experience, and opinions. Your challenge is to be informative AND unique.”

2. Meeting Search Intent

“Search intent is the reason behind the user's search term, and if your content doesn't match that reason, it's very unlikely it will rank highly in Google. To give an example, imagine someone searching 'best CRM software,'” says Goodey.

Goodey explains that their intent is likely to research CRM software provider options and make a reasoned choice. Your content should help them do this, probably by reviewing and listing several options.

Goodey adds, “If you instead wrote an article titled 'Why a Best CRM Software Doesn't Exist,' you're unlikely to rank well because while it's an interesting angle, it doesn't give the reader what they want.”

Pro tip: For an example like the one above, Goodey recommends covering those unique takes within your article rather than making them the entire angle of your piece.

3. Keyword Research (Target leads and revenue — not just traffic.)

Samantha North , content strategy consultant and founder of Content Foundations and samanthanorth.com , shares her top four keyword research best practices with us below.

1. Leads and Revenue vs. Traffic

“Depending on your business model, leads/revenue matter more than mere traffic. The difference is all in the keyword. You should target commercial intent keywords to increase your leads or sales (even though they may have lower search volume),” explains North.

North recommends doing this early on in your content strategy. Doing so gives this business-critical content time to rank before you start targeting high-volume informational keywords.

North adds, “Traffic for traffic's sake can be a misleading metric that won't necessarily help your business's bottom line.”

2. Reverse Engineer Your Top Competitors

According to North, you can get a strong head start on your keyword research simply by reverse engineering a few of your top competitors. To do this, you can use a tool like Semrush or Ahrefs.

Here's how: "Once you‘ve got all their keywords, filter by the top 10 search positions, then use additional filters (such as ’how to,‘ or ’best') to narrow down promising keywords that you can use to create problem-solving guides or competitor comparison articles,” North says.

3. Match Search Intent

Like Goodey, North reminds us that it's vital to nail the correct search intent. Goodey points out, “If your content doesn't match that reason [the intent behind the search], it's very unlikely it will rank highly in Google.”

To match search intent, North says, “Always check the top 10 SERPs to understand the necessary angle for your target keyword. It might not be what you expect.”

4. Zero Volume Keywords

“Keyword research tools don't usually give accurate search volume estimates, so don't be afraid to target 'zero volume keywords.' ”If they're highly relevant to your target audience. You should always prioritize content that serves your audience first," says North.

4. Link Building (Don't buy links. Earn them.)

Ranko Media's Nick Rubright , spoke to us earlier about the hazards of buying backlinks. (Two hazards are short-term results that don't last, meaning little to no return on investment.)

Instead, Rubright recommends earning links from websites your customers are reading. “This has been how I've approached link building for any website I've been able to sustainably grow,” says Rubright.

Rubright shares three best practices for link-building outreach — so you can earn links without paying for them.

1. Improve your prospecting

“Lots of people who are newer to SEO perceive link building as something where you somehow scrape contact data from the internet, build a huge list of sites and contact info, and send spammy outreach emails asking for a link,” says Rubright.

"The problem with this is that poorly targeted prospecting will result in low or no responses because the link or guest post topics you‘re pitching to the blogger or journalist doesn’t make sense for their audience,” Rubright says.

Aside from that, it can also permanently damage your domain's email deliverability if your emails are getting marked as spam, which can lead to a lower success rate over time.

According to Rubright, a better approach is hand-picking your prospects to make sure that what you're pitching adds value to their page or website.

Pro tip: "You can still use email templates , but make sure that it makes sense for your prospect to get the email you're sending,” Rubright says.

2. Consider your pitch

“There are tons of ways to improve your email pitch, but a problem many link-building pitches have is that they don't consider the blogger or journalist's audience. They'll blast out email templates with generic guest posting ideas in hopes of a response, playing the numbers game,” says Rubright.

Instead, Rubright advises that you customize your outreach email to the prospect you're emailing.

Pro tip: "This doesn‘t mean you can’t use templates, but maybe write a custom opening line commenting on a recent article you read, or spend time detailing why you‘re pitching your link in a way that’s specific to their site. Specificity is the biggest factor in a pitch that improves response rates,” Rubright says.

3. Consider your story

“The reality of link building is that when going white hat, it's a lot like PR. If you're running a guest posting campaign, for example, you need to pitch ideas that are going to resonate with the blogger or journalist on the other end of the email,” says Rubright.

Rubright explains that if you‘re running a digital PR campaign, journalists and bloggers need to like the story. They also need to think it’s compelling to their audience if they're going to publish it and credit you with a backlink.

Pro tip: "In situations where you‘re just pitching a link, I’ve found that explaining the ‘why’ behind your content asset is helpful in fulfilling this story element,” Rubright says.

Email Template Example for Link-Building Outreach

Here's an email template Rubright uses when asking for a link to a content asset:

Just read your article about [topic]. [Comment.]

I'm emailing you today because I just finished writing a blog post about [topic] to help [audience] with [problem].

Here's a link: [URL]

If you like it, do you think it would be worth mentioning in the section where you talked about [topic]?

5. Local SEO (Understand your target geographic area.)

I spoke with Christopher Levy , director of growth at Marketing Six , about local SEO best practices. Levy has ten years of SEO experience and specializes in local.

He shares his insights from the perspective of an agency or freelancer working with a client. But, you can easily apply these best practices to in-house SEO roles or work.

Administering a Google Business Profile (GBP)

“Administering a client's GBP is an important skill set that a local SEO must learn. This includes optimizing the listing to be up-to-date and accurate, with relevant and compelling visuals. You can also share content, updates, and offers on a GBP,” says Levy.

Levy adds, “Soliciting and responding to reviews is another important role in managing a GBP that draws on skills needed for outreach.”

Pro tip: Levy recommends working with your local clients on a strategy for soliciting customer reviews and appropriate responses to reviews and comments left on GBPs.

Keyword Research for Local SEO

“When performing keyword research for local SEO, it's important to understand that most tools used by SEO report data like keyword difficulty and monthly search volume (or MSV) based on nationwide data, or worse – data from the geographic midpoint,” says Levy.

Levy explains that‘s why it’s so important to use a keyword research tool that allows you to specify the geographic area you're targeting.

"When you update these settings, you will likely see much different data, opening additional keyword strategies due to a lack of competitiveness within that geographic market,” Levy says.

According to Levy, client perceptions, particularly where the business owner is your point of contact, are crucial. That means you must make sure you can see local search results similar to what they see.

Pro tip: If your client is in a different market than where you are located, Levy recommends working with an SEO tool that can generate SERPs in the client's market. You can also use a Virtual Private Network (or VPN) to make it appear to Google that you are in the target market.

6. Monitoring and Tracking SEO Results (Take a holistic approach.)

For the next two sections, I spoke with Zoe Ashbridge , the senior SEO strategist and co-founder at forank . (Bonus, she also writes for HubSpot!) She has nearly a decade of experience in digital marketing and SEO.

“It's true that tracking SEO success can be difficult. Unlike PPC, you can't point to a conversion and know exactly which search term drove it. However, there is a lot you can track,” says Ashbridge.

Ashbridge adds that what you track ultimately depends on your sales funnel. Still, the common metrics she tracks for SEO success include:

• Clicks and Impressions; Separate Brand and Non-Brand Clicks. "This is very important. While SEO can do a lot with brand search, its primary role is bringing new users to the site through top and middle funnel content,” Ashbridge says.
• Performance of Pages Built for SEO That Don't Pull In a Lot of Brand Search. You can do this by tracking " Revenue or conversions direct from pages created at SEO's request" using G4's landing page report.
• Track Sales or Conversions From Users Who Also Viewed Content. To do this, Ashbridge uses G4's segment overlap.
• Organic Revenue Sitewide. This is especially critical for E-commerce.

If you're a service-based business, Ashbridge highly recommends that you also track your leads internally.

“The goal is to credit SEO for its sales assists; if SEO brings traffic to the site, your retargeting campaign and email marketing might convert them. You can identify content that's part of the buyer journey with the segment overlap,” says Ashbridge.

Final thoughts: “Tracking SEO's efforts does require some awareness of marketing and how it works holistically. Although tracking SEO's efforts is an imperfect system, it's better than the alternative: blind faith!” Ashbridge says.

7. Working With an SEO Agency (Look out for legitimacy in the data.)

“Your SEO agency must be tuned in to your business and marketing objectives. Think about the initial engagement between you and your potential agency as an opportunity for the agency to hear your needs,” says Ashbridge.

"Active listening and responses from the agency are an indicator that they're offering tailored SEO strategy and solutions rather than out-the-box tactics,” Ashbridge says.

Ashbridge reminds us that a tailored solution brings longevity to your marketing and will support the marketing landscape rather than just SEO. That means a good agency will use SEO's efforts to bolster other marketing efforts.

Ashbridge adds, “For example, keyword research and conversion data will be shared between SEO and PPC, and what content users are looking for will be delivered before they search it via emails. An awareness of how SEO fits into the wider marketing landscape is a sign of marketing sophistication.”

A Word on Agency Case Studies

Your agency will undoubtedly demonstrate marketing success through case studies. But Ashbridge warns us to pay close attention to “legitimacy in the data.”

"Ideally, you‘ll see (at least) screenshots from tools like Google Search Console or G4, as opposed to data only from reports created in Google Sheets. While there’s nothing wrong with the latter, unlike Google's owned tools, they can be manipulated,” Ashbridge says.

Pro tip: Ashbridge recommends getting references, too, in addition to case studies. "An SEO with a proven track record won't have any issue connecting you to a solid reference to vouch for their work,” Ashbridge says.

8. Doing SEO Yourself As a Business Owner (Find out if it's the right call.)

I spoke with Olga Zhukova , a freelance SEO specialist at Olga Zhukova.com . Zhukova has experience consulting small business owners who either want to do SEO themselves or have already started doing it.

When To Do SEO Yourself

"So from my experience, when they [business owners] have a small website, it's totally possible to do SEO optimization themselves. Most likely, that would be on-page,” Zhukova says.

In that case, Zhukova recommends the following best practices:

• Take time and patience to learn about SEO and what to expect from your efforts.
• Optimize on-page elements step by step (at the same time, find free/inexpensive tools to use).
• Connect at least Google Search Console and understand basic reports.

When To Address an SEO Specialist

Zhukova adds: "As for when to address a specialist, there are several options when a consultation would be of use:

• To check the optimization performed.
• To ask for a further strategy to follow.
• To figure out why the website is not getting any traffic - it might be a technical issue."

I asked Zhukova her thoughts about when it‘s best to avoid a DIY approach entirely or bring in a specialist to help with some of the ’doing' rather than in a consultancy capacity.

When To Avoid a DIY SEO Approach Entirely

“You know, I've actually been thinking recently about when is the best time to hire a professional to do SEO? The bigger the site, the more 'maintenance' it might require,” says Zhukova.

“So if the owner doesn't have enough time to work properly on content strategy and optimizing new pages, but there's a budget to invest in professional services, it's a green light to hire a specialist.”

If that's the case, Zhukova would point out the following use cases:

• Before launching a website. A specialist can help you plan out the structure and do basic SEO optimization. This would be great, especially when launching medium to large online stores. The reason is that it will give them a strong start.
• The owner does all on-page SEO (using plugins and apps or their own knowledge). However, there are a growing number of indexation issues in the GSC and very low traffic despite all the efforts—that'd be a good time for a professional audit.
• Website migrations/redesign. Zhukova warns that if a business owner migrates or redesigns their website structure without using SEO recommendations, it can lead to a significant loss in traffic.

9. Delegating SEO to a Team Member (Understand the Person You're Training)

Last but by no means least, I spoke with Emma Russell , the founder of Oxford Comma Digital . Russell has a decade of experience helping start-ups and household name brands capitalize on and increase demand.

For context, I've worked with Russell personally. I was an in-house (and first-time) content manager, and Russell was the director of our SEO agency partner. Russell helped me swim rather than sink as I got to grips with SEO and team delegation. Further, I always admired the way she approached the agency-client working relationship.

Anyway, I‘ve gushed enough. Now let’s hand it over to Russell, who shares her best practices about delegating SEO to a team member…

How Not to Delegate

“Delegation is important — we all know that. It helps you do more SEO work that moves the needle, and it's important to let the younger generation of SEOs learn by doing work that challenges them,” says Russell.

“In fact, it's so important that it forms the basis of many consulting agencies revenue model: bring on a client, give that client to a recent grad, who's really good at figuring things out, let them spend hour upon hour figuring out how to do the task and make money on all that unpaid overtime they put in… wait, hang on… that doesn't sound so good…”

Russell adds, “Alas, that's what delegation has looked like for years but is, thankfully, becoming 'old school.' At least in the SEO industry, good delegation looks decidedly different now.”

But what does “SEO delegation done right” look like?

Understand the person you're delegating to.

Russell reiterates that this doesn't just mean their skill levels in each area but also understanding them as people.

“Those grads I mentioned earlier probably thrive by being thrown in the deep end, but not everyone is like that. Some people have confidence issues, or imposter syndrome, or are dealing with things that are making challenges at work that much harder,” says Russell.

Russell recommends that step one is to figure out and understand how people like to learn. "Our objective is to let this person thrive, and this doesn't look the same for everyone,” Russell says.

Brief this person properly.

“'Properly'” will depend on their skill level and their learning style. If you use a project management tool like Asana, Teamwork, or Hubspot, this can be made easier. But some people you're delegating to will need to talk it through and ask questions," says Russell.

Russell knows that taking the time to do this can be challenging, especially if you, yourself are extremely busy. Still, “it's worth remembering that you're delegating for a reason, and taking the time to get the brief stage right is completely worth it.”

Delegate to an in-house team (when you're agency side).

“It's worth noting that this delegation doesn't always take place with people in the same company as yours. If you're agency side, you're often delegating to people within an in-house team who may have limited knowledge of SEO,” says Russell.

For this reason and many others, Russell explains that it's worth putting serious effort into your communication skills and practicing conveying topics in a simple, non-reductionist way. Russell adds, “This will span from your documentation to your meeting communications.”

Allocate enough time.

To allow all of the above to happen, Russell advises that managers give people enough time for delegation and managing tasks properly.

Russell adds, “If you have a team member who delegates tasks to others and coaches them, they might not be a manager yet, but they need to have time to get this right. If you're expecting them to be 100% on client work or projects, give it up. It's not going to happen, and you're overworking this person.”

10. Content Experience (Make Your Content Visually Rich and Engaging)

Leigh McKenzie , head of SEO at Backlinko and ecommerce owner of underfit.com , shares his perspective on creating visually engaging content:

"Want to double your content's engagement? Add more (like, way more) visual elements to your posts. I'm talking custom graphics, screenshots, tables, charts, callouts, lists, and videos," says McKenzie.

McKenzie explains what made Brian Dean’s content on Backlinko stand out: an unwavering commitment to visuals.

"Brian’s original goal was simple yet ambitious: create content so visually rich that readers could grasp the main points without reading the text," McKenzie notes. "But it's incredibly hard to replicate at scale."

According to McKenzie, many writers are shocked when they learn about Backlinko's dedication to visuals. "Your job is no longer just about writing. It's about thinking like a producer and curator," he says.

McKenzie shares how Backlinko has cracked the code (or at least, very close to it) on scaling visual-rich content:

• Detailed guidelines on expectations and examples of visuals in content
• Writers include placeholder visuals with clear instructions in their drafts
• An in-house designer creates custom graphics based on writers' requests
• A dedicated publisher recreates screenshots and formats visuals before publishing
• Prioritizing screenshots to "show, not tell"—adding authority to the content

"I did an analysis. Backlinko averages 13-15 visual breaks per 1000 words. That's a visual break every 70 words or less," McKenzie reveals.

McKenzie acknowledges that this approach is a lot of work and costly. However, he explains why it's worth the effort:

• Visuals make content more accessible, engaging, and memorable
• They serve as proof points, boosting your content's credibility
• It's easier to repurpose content (like LinkedIn carousels)
• Visual-rich content is harder to replicate, creating a marketing moat
• It allows readers to grasp the main points without reading every word

"Next time you create content, ask: Could someone understand this without reading? Would a screenshot better illustrate this point?" McKenzie advises.

Best for: This visual-rich content strategy is ideal for businesses aiming to create standout content in competitive niches. It's particularly effective for complex topics that benefit from visual explanations and for brands looking to establish a unique content identity.

This guide is just a starting point for discovering SEO. But there’s much more to learn.

Here are online training resources to try next if you or someone on your team wants to take on this skill:

• The HubSpot SEO Academy .
• Google Analytics Course .
• SEO That Works course .

You can also pick SEO knowledge from industry experts and their blogs. Here are some worth reading:

• BrightLocal (local SEO advice).
• Search Engine Journal .
• Search Engine Watch .
• Search Engine Land .
• SEO Chatter .
• Bruce Clay Inc.
• WordLift Blog .

Over to You

Without actively positioning its content in search results, no business can survive long.

By increasing your search visibility, you can attract more visitors and, in turn, conversions and sales. And that's well worth the time spent becoming an expert in SEO.

Don't forget to share this post!

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Search Engine Optimization (SEO) Market Industry Overview

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Moreover, rising strategic initiatives taken by the companies is contributing to market revenue growth. For instance, on 21 October, 2023, Google announced the completion of shift to mobile-first indexing aligns with the increasing prevalence of mobile search among users. This means Google prioritizes mobile versions when crawling pages and indexing content.

Content Optimization for Search Engine Rankings

Search engines prioritize content relevance when determining rankings. Content optimization ensures that websites are aligned with search engine algorithms, making these more likely to appear prominently in search results hence driving market revenue growth. Businesses that invest in comprehensive content optimization gain a competitive advantage.

User Reliance on Search Engines

Users increasingly rely on search engines to find information, products, and services, companies with optimized content are better positioned to capture and convert leads hence boosting market revenue growth.

Product Launches and Partnerships in the SEO Industry

Moz's innovative metric - brand authority.

The growing number of product launches and partnerships among the major companies is contributing to market revenue growth. For instance, on 7 August 2023, Moz launched a pioneering metric, Brand Authority, establishing a scale ranging from one to 100 to gauge online brand strength. This innovative metric provides business leaders and marketers with an easy means to assess the competitive landscape through a unique visualization for brand comparison.

Industry Response to Changing Dynamics

In response to the changing dynamics of the industry and the increasing need for a quantifiable measure of brand prominence, Moz's search scientists and product team worked collaboratively to create this cutting-edge metric. Leveraging Moz's top-tier search data and a proprietary algorithm, Brand Authority furnishes vendors with important insights into their brand's performance, highlighting potential revenue growth opportunities.

Search Engine Optimization (SEO) Market Restraints

The High cost associated with the implementation and maintenance of SEO strategies is a key factor hampering market revenue growth. The initial implementation of comprehensive Search Engine Optimization (SEO) strategies involves expenses related to website optimization, content creation , keyword research, and potentially engaging with specialized SEO tools or services which can be a barrier for smaller businesses or startups with limited budgets.

Also, limited awareness is another factor responsible for low adoption rates of Search Engine Optimization (SEO) among Small and Medium-sized Enterprises (SMEs) hence hampering market revenue growth.

Search Engine Optimization (SEO) Market Segment Insights

Search engine optimization component insights:.

Based on component, the global market is segmented into software, and services.

Dominance of Software Segment:

Software segment accounted for the largest market share in terms of market in 2022. Rising demand for software since it provides tools for keyword research, website audit, analytics , and others, enabling businesses to improve their search engine rankings and drive organic traffic to their sites which is a key factor driving revenue growth of the segment.

The importance of optimizing software company content for Search Engine Optimization (SEO) is emphasized, as good SEO practices as it significantly enhances a company's online visibility and attract more potential customers. Keyword research tools empower businesses and SEO professionals to identify the most relevant and high-performing keywords for their content. This not only enhances the visibility of websites in search engine results but also ensures alignment with user intent hence contributing to revenue growth of the segment.

On-page optimization tools contribute to the fine-tuning of website elements, such as meta tags, headers, and content structure, optimizing them for search engine algorithms.

Search Engine Optimization Deployment Insights: 

Based on deployment, the global market is segmented into on-premise, cloud, and hybrid.

Dominance of Cloud Segment:

Cloud segment accounted for the largest market share in terms of market in 2022. Rising demand for Cloud-based Search Engine Optimization (SEO) tools as it provides advantages in terms of accessibility, collaboration, scalability, and real-time data management which is a key factor diving revenue growth of the segment.

Cloud-based SEO software eliminates the need for extensive local installations and updates, providing users with instant access to the latest features and improvements which as a result ensures that businesses can promptly adapt to evolving Search Engine Optimization (SEO) trends and algorithm changes without the delays associated with traditional software updates hence contributing to revenue growth of the segment.

The Businesses can effortlessly scale their Search Engine Optimization (SEO) efforts up or down based on evolving needs, without the constraints of physical infrastructure. This flexibility is especially beneficial for growing enterprises and agencies handling varying workloads or expanding their client base hence boosting revenue growth of the segment.

Search Engine Optimization (SEO) Regional Insights: 

Search Engine Optimization North America Market

North America accounted for the largest market share in 2022. Increasing sales and use of mobile devices has led search engines such as Google to prioritize mobile-friendly websites which is a key factor driving revenue growth of the market in this region.

Rising product launches and partnership among the major companies in the region is also contributing to revenue growth of the market in this region. For instance, on 21 August 2023, Semrush, a leading online visibility management SaaS platform, acquired competitive intelligence automation and sales enablement platform Kompyte. Kompyte delivers win/loss statistics seamlessly integrated with Salesforce, HubSpot, and other CRMs, granting organizations visibility into their win rates. With forthcoming GPT functionalities, Kompyte aims to analyze multiple interviews simultaneously, extracting common insights to reveal consistent patterns in the reasons for both victories and losses.

On 4 May 2022, SEOMoz launched its Competitive Research Suite, featuring the new Keyword Gap tool. This tool exposes the top keywords and content of competitors, complementing the previously introduced True Competitor tool. With Keyword Gap, users can optimize their Search Engine Results Page (SERP) visibility by identifying keywords for improvement within their domain's rankings, uncovering competitors' ranking keywords not utilized by them, and understanding the significant  content and keywords contributing to competitors' strong rankings hence boosting revenue growth of the market in this region.

Search Engine Optimization Asia Pacific Market

Asia Pacific accounted for a significantly large market share in 2022. Businesses invest more in content marketing, as the result there is high demand for Search Engine Optimization (SEO) services to optimize and promote that content also increases which is a key factor driving revenue growth of the market in this region.

On 23 January 2023, Web SEO Star, provider of Search Engine Optimization (SEO) services in India, announced the addition of Pay-Per-Click (PPC) advertising to its offerings. The company has been delivering PPC services to its existing Search Engine Optimization (SEO) clients on request and has chosen to make the service open to all clients owing to favorable response and experience of its team. PPC advertising is an effective technique for organizations wanting to improve traffic and conversions on their websites hence driving revenue growth of the market in this region.

Search Engine Optimization Europe Market

Europe is expected to register a moderately fast market growth rate over the forecast period. Rising demand for search engines as it frequently updates their algorithms to provide more accurate and relevant search results which as a result drive need for continuous Search Engine Optimization (SEO) efforts to adapt to changes and maintain and improve rankings which is a key factor driving revenue growth of the market in this region.

Rising strategic initiatives taken by the companies is also contributing to Europe market revenue growth. For instance, on 17 October 2023, Yoast Search Engine Optimization (SEO) launched new update packed with enhancements and fixes to improve experience. With this update, Yoast SEO reaffirms its commitment to delivering cutting-edge solutions that empower users in their Search Engine Optimization (SEO) endeavors. Users are encouraged to update to version 21.2 to experience the benefits of the enhanced sidebar and optimize their online presence effectively hence driving revenue growth of the market in this region.

Search Engine Optimization (SEO) Top Companies and Competitive Landscape

The global Search Engine Optimization (SEO) market is fragmented with large and medium-sized market players accounting for the majority of revenue. Major players are deploying various strategies, entering into mergers and acquisitions, strategic agreements and contracts, developing, testing, and introducing more effective in the market.

Some major players included in the market report are:

• Alphabet Inc
• Microsoft Corporation
• HUBSPOT INC
• Semrush Holdings, Inc
• BrightEdge Technologies, Inc
• Rank Ranger, LLC
• Ahrefs Pte. Ltd
• SEOMoz, Inc
• Screaming Frog Ltd
• COGNITIVESEO

Search Engine Optimization (SEO) Latest Industry News

• On 4 December 2023, HubSpot, Inc. acquired Clearbit, a prominent B2B data provider. This incorporation of Clearbit into HubSpot's framework aims to integrate valuable third-party company data directly into HubSpot's central system of record, solidifying HubSpot's position as the primary information source for go-to-market professionals. Through the unified platform, leveraging the capabilities of Clearbit and HubSpot AI, customers of HubSpot can anticipate an enriched understanding of their customers and prospects, resulting in heightened contextual insights.
• On 30 August 2023, BrightEdge launched its latest technology, leveraging generative artificial intelligence (GAI), known as BrightEdge Copilot, this innovation provides marketers with a hands-on experience with GAI. It empowers users to construct uniquely tailored, Search Engine Optimization (SEO)-optimized webpage titles and descriptions more efficiently and accurately, ultimately enhancing performance. It establishes a realm where SEO transcends mere algorithms, emphasizing interaction and intelligence, both artificial and human.

Search Engine Optimization (SEO) Report Summary

Search Engine Optimization (SEO) Market Segment Analysis

For the purpose of this report, Emergen Research has segmented Search Engine Optimization (SEO) market on the basis of component, product, deployment, platform, end-use, and region:

Component Outlook (Revenue, USD Billion; 2019–2032)

• Cloud-Based
• Keyword-Based
• Analytics and Reporting
• Social Media Optimization (SMO)
• International SEO
• On-Page Optimization
• Off-Page Optimization
• Technical SEO
• SEO Auditing
• Reputation Management
• Competitor Analysis
• UX-Focused SEO
• Mobile-First SEO
• Ethical SEO Practices
• Education and Training

Product Outlook (Revenue, USD Billion; 2019–2032)

• Content SEO
• Product Page SEO
• Voice Search SEO
• Ai-Driven SEO Tools

Deployment Outlook (Revenue, USD Billion; 2019–2032)

• On-Premises

Organization Size Outlook (Revenue, USD Billion; 2019–2032)

• Large Enterprises
• Small and Medium-Sized Enterprises

Platform Outlook (Revenue, USD Billion; 2019–2032)

• Mobile Apps
• Mobile Browser

End-Use Outlook (Revenue, USD Billion; 2019–2032)

• Real Estate
• Software Development
• SaaS Companies
• Tech Services
• Hospitality

Regional Outlook (Revenue, USD Billion; 2019–2032)

• Rest of Europe
• South Korea
• Rest of APAC
• Rest of LATAM
• Saudi Arabia
• South Africa
• Rest of MEA

Key questions answered by the report

The Search Engine Optimization (SEO) market is expected to register a revenue Compound Annual Growth Rate (CAGR) of 8.7% during the forecast period.

The global Search Engine Optimization (SEO) market size was USD 68.27 Billion in 2022.

Increasing usage of mobile devices for web search is a key factor driving market revenue growth.

Cloud segment was leading in the global Search Engine Optimization (SEO) market in terms of business application in 2022.

However, high cost associated with the implementation and maintenance of Search Engine Optimization SEO strategies is a key factor hampering market revenue growth. The initial implementation of comprehensive SEO strategies involves expenses related to website optimization, content creation, keyword research, and potentially engaging with specialized SEO tools or services which can be a barrier for smaller businesses or startups with limited budgets.

• Market Industry Overview
• Market Drivers
• Market Restraints
• Market Segment Insights
• Regional Insights: 
• Top Companies and Competitive Landscape
• Latest Industry News
• Report Summary
• Market Segment Analysis

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• What strategies are they adopting to gain a competitive edge?

Segmentation Analysis:

• How is the market segmented based on product types, applications, and regions?
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How to craft the perfect SEO content brief: The elements you need to include

Author: Giuseppe Caltabiano

In today’s saturated content marketing  landscape, where generative AI is redefining the way we work, creating content that not only engages website visitors but also secures high search engine rankings is more critical than ever. 

This is where a great SEO-first content brief steps in. Distinct from traditional content briefs, an SEO-first content brief integrates essential SEO components, including target keywords, meta descriptions, and various optimization tactics to ensure superior visibility in search.

Functioning as a strategic instrument, your SEO-first content brief can help you achieve this dual objective of ensuring that the content you commission is not only compelling and relevant to the audience, but is also optimized for search, helping drive organic traffic to your website or business.

This comprehensive guide is designed to equip you with the necessary knowledge to craft the perfect content brief specifically tailored for SEO-first publications.

Table of contents:

What is an SEO-first content brief?

How to create an seo-first content brief, seo components, content components, tips for optimizing.

An SEO-first content brief is a document that provides specific instructions to content creators, outlining not only the topic, research, and key points to cover, but also the SEO elements needed to optimize the content for search engines. It is designed to help content rank higher in search engine results, thereby driving organic traffic to the website.

The value of an SEO-first content brief lies in its ability to align content creation with your company’s SEO strategy . This dual focus can lead to improved visibility in search engine results, increased website traffic, and ultimately, higher conversion rates.

Your content brief is crucial but, without SEO, you’re leaving traffic on the table

As mentioned, an SEO-first content brief differs from a regular content brief in its emphasis on SEO elements (in addition to the usual content elements). While a regular content brief focuses on the content’s topic, audience, tone, and structure, an SEO-first content brief goes a step further by including SEO-specific components such as target keywords , meta descriptions , and SEO-friendly titles . It also often includes guidance on internal and external linking, keyword density, and other SEO best practices.

We at Rock Content outsource most of our content creation so we certainly understand how an SEO-first content brief can improve internal workflows as well as content performance. After performing thorough keyword research and evaluating the search engine results page ( SERP ) to monitor competition, we use our own marketplace ’s AI-powered tools  to find the creators that best match our brand’s needs.

The recent revamping of our SEO content brief reflects our dedication to SEO results and quality content creation. A survey of freelancers conducted after presenting the updated brief revealed that 90% found briefing quality significantly improved and the writing process strongly impacted. A post-revamp analysis using Google Analytics  showed a 23.73% increase in average time on page, a 3.94% drop in bounce rate, and a 7.84% extension in session duration, indicating improved user engagement. Although not all successful key performance indicators can be directly attributed to the new SEO-first content brief, it has undeniably impacted them.

In essence, an SEO-first content brief integrates SEO strategies into the content creation process from an early stage, ensuring that the content is designed to perform well in search results. This approach can lead to more effective and impactful content that not only resonates with the audience but also aligns with search engine algorithms.

Crafting an SEO-first content brief requires a nuanced approach that combines strategic thinking with practical implementation. It involves careful planning and execution, which I'll break down into essential steps.

In fact, when assigning a piece of content to a freelancer or a junior employee, it’s important to provide clear and detailed instructions. This includes explaining the purpose of each SEO element and how it contributes to the overall quality and performance of the content. It encourages the content creator to familiarize themself with the brand and audience requirements—as well as the SEO requirements, enabling them to produce content that is valuable to the audience and ranks well on search engines.

Moreover, it’s crucial to provide them with the necessary training and support. You can accomplish this through online or on-the-job training, workshops, or mentorship programs. Regular feedback and communication are also essential to ensure that they are on the right track and to address concerns promptl y. 

Let’s start from the (non-negotiable!) SEO components of the brief.

When creating an SEO-first content brief, there are several key elements to consider. Here is a comprehensive list:

Title tag : This is an HTML element that specifies the title of a web page. It is displayed on (SERPs), so it should be descriptive and concise, accurately reflecting the content of the page.

Remember to follow best practices when creating your title tags, as Google has been known to rewrite title tags  in some cases.

Meta description : This is a brief summary of the page content, which appears under the title tag in SERPs. It should be compelling and include your target keywords.

Target keyword(s) : These are the main keywords that your content should focus on. They should be relevant to the topic and have a reasonable search volume. 

Some freelancers might offer keyword research as well. If your decision is to outsource keyword research to freelancers, make sure to add your own keyword research guidelines to the brief. Those guidelines might include:

Best practices you follow

Keyword intent

Search volume

Keyword difficulty

Trending keywords  (if applicable)

Long-tail keywords  (if applicable)

Word count : Long-form content tends to rank better and earn more backlinks  over time, according to a study from HubSpot . You need to specify the desired length of the content; this can depend on the breadth of the topic and the type of content (listicle, article, etc). I’ve found that providing a word range based on what’s already on the SERPs works best.

Internal linking : Include suggestions for internal links to other relevant content on your website—you can even include preferred anchor text. This can help improve the site’s SEO and provide additional value to the reader.

Alt text : This is a description of an image used in the content, which helps search engines understand the image. It’s also important for website visitors that rely on screen readers.

Buyer journey stage and calls to actions : Let your writer know what the intended goal of the content is. A smart content manager  or SEO strategist can include some notes on monetizing this traffic or driving a desired action with the right calls to action ( CTAs ). 

Understanding where your intended piece of content lies in the buyer’s journey can help your writer create more effective content (e.g., shall they include more conversion-focused messaging or adopt a more informational tone?). And, CTAs encourage the website visitor to take a specific action, such as subscribing to a newsletter or purchasing a product. They should be compelling and clearly communicate the benefit of the action to the reader.

In addition to all SEO components, it’s also important to consider “traditional” content components, like the brand voice and tone , the target audience, and the content goals (such as driving traffic to the website, increasing conversions, or building brand awareness). This is the topic of our next section.

Let’s remember that content isn’t just about keywords and structure. In addition to the SEO components, an SEO-first content brief should include the following content elements to guide writers.

Short description of the content: Provide a concise overview of what the content will cover. This should include the main topic, the angle or unique perspective the content will take, and the key message or takeaway for the reader. This helps the writer understand the scope and focus of the content piece.

Target audience/personas: Identify the specific audience segments or buyer personas  the content is intended for. This includes: 

Demographic information

Pain points

Behavioral traits

Understanding the target audience helps tailor the content to their needs and preferences, increasing engagement and relevance.

Brand voice and style guide: Outline the brand voice and tone that the content should convey. You can provide a style guide (if you have one) that includes guidelines on language, grammar, and formatting. This ensures consistency across all content and reinforces your brand identity.

Benchmark articles: These are examples of high-performing content, either from your own brand or competitors, that the writer can use as a benchmark. These articles serve as a reference for the desired quality, tone, and structure of the new content piece. Analyzing successful content can also provide insights into what works well with the target audience and search engines.

By incorporating these content components into the brief, you ensure that the writer has a comprehensive understanding of not only the SEO requirements but also the content's purpose, audience, and brand alignment. This holistic approach to content creation can lead to more effective and impactful content.

SEO and content optimization go hand-in-hand. Beyond a solid brief, instruct your writers to use some of these techniques throughout the content for extra impact:

Use headers  that mirror user search queries and format text strategically after headers to increase the chances of earning the featured snippet . Instead of relying on text graphics, employ bold or quote formatting to highlight key information. For example, after headers that ask questions (e.g, “ What is an SEO-first content brief? ” in this article), use formatting (e.g., bold or quote formatting) to call attention to text.

Break-up dense content with bullet points and numbered lists for easy skimming. Not only does this enhance user experience, it also increases chances of appearing in featured snippets for list-based searches.

Maximize accessibility and image SEO by including all relevant content within the alt text (but make sure to avoid keyword stuffing). This not only takes advantage of potential keywords but also ensures that visually impaired users can access the information effectively.

Add multiple internal links to relevant, high-quality pages within your website. This signals topical relevance to search engines and helps users navigate deeper into your content.

Craft compelling title tags and meta descriptions that accurately reflect your content and entice users to click. Think of them as mini-advertisements in search results.

By implementing these simple yet impactful tips alongside your SEO-first content brief, you’ll be well on your way to publishing content that’s both search-engine friendly and engaging to visitors and potential customers.

It’s not just about SEO—it’s about better user experience and business outcomes

Crafting the perfect SEO-first content brief is an investment in both search engine ranking and audience engagement. By combining SEO best practices with clear instructions and brand alignment, you empower your writers to create content that attracts, informs, and converts. Think of it as the foundation for a successful content marketing strategy, one that attracts the right audience and delivers measurable results.

Remember, the impact of a well-crafted brief goes beyond search engines. It empowers your writers to tell compelling stories, share valuable insights, and ultimately build genuine connections with your audience. Behind every keyword and ranking is a potential reader seeking value and connection. With a meticulously designed content brief, even the most daunting SEO hurdles become surmountable. This, in turn, fosters trust, loyalty, and ultimately, conversions.

Ready to unlock the full potential of your content creation? Take the first step by investing in an SEO-first content brief that empowers your writers, engages your audience, and drives real results.

Giuseppe Caltabiano - VP of Marketing at Rock Content  

Giuseppe is a global marketing leader with 20+ years' experience. He excels in crafting content and marketing strategies for SaaS enterprises. Recognized as 2-time influential European B2B marketer, he has an MBA from SDA Bocconi and is trained in M&A at London Business School. Twitter  | Linkedin

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TechBullion

How to dominate your local market with seo (search engine optimization).

Having a strong online presence is crucial for any business. For local businesses, however, it’s not just about being online – it’s about being found by potential clients in your area. Local search engine optimization (SEO) bridges the gap between your services and the customers who are most likely to give you a call or walk through your door. It’s about making your business visible and relevant to people searching within your community.

Why focus on local SEO? Because it levels the playing field against bigger competitors by targeting your efforts on the community around you. Whether someone is searching for the “best cleaning service near me” or “emergency plumbers in your city,” local SEO helps put your business at the top of those search results, driving more foot traffic and increasing conversions. If you’re unsure about how to start optimizing your business for local search, contact One Click Marketing to learn how we can help elevate your local SEO strategy. In the meantime, this guide will walk you through several key strategies that are essential for any local business aiming to put its business, no pun intended, on the map.

Optimize Your Google Business Profile Listing

One of the most powerful tools in local SEO is your Google Business Profile (GBP). An effectively optimized GBP listing can dramatically increase your business’s visibility. Make sure your business name, address, and phone number (NAP) are consistent across all platforms. Regularly update your profile with fresh photos, current operating hours, new customer reviews, and content. These updates can enhance your business’s profile but also show Google that your business is active, which can help improve your ranking.

Utilize Local Keywords

Integrating local keywords into your website’s content is crucial for local SEO. These keywords should reflect what potential local customers are actually typing into their search engines. Utilize keyword research tools to identify those relevant in your area. Incorporate them naturally into your site’s text, especially in strategic places like headers, titles, and meta descriptions. For example, if you run a remodeling company in San Diego, local keywords may include keywords such as “remodeling contractors in San Diego” or “San Diego remodeling company.”

Earn Local Backlinks

Getting backlinks from well-respected local sources such as newspapers, blogs, and business associations can significantly reinforce your local SEO. Engage with your community by participating in or sponsoring local events, which can lead to mentions and links from local media outlets. You can also establish partnerships with other local businesses for cross-promotional activities that include link sharing.

Manage Online Reviews

Reviews play a critical role in local SEO and your business’s online reputation. Encourage your satisfied customers to leave positive reviews, and make it as easy as possible for them to do so by providing direct links to your review platforms. Always respond to reviews, whether they are positive or negative, in a professional manner. This will show that you value customer feedback but also encourage more customer interaction.

Optimize for Mobile

Given the high volume of local searches performed on mobile devices, having a mobile-friendly website is crucial. Ensure that your site is responsive, which means it automatically adjusts to fit the screen of any device. Additionally, make sure your website loads quickly to reduce bounce rates and improve the user experience, which are both important factors in Google’s ranking algorithm.

Use Local Schema Markup

Schema markup is a type of microdata that makes it easier for search engines to parse and understand the content on your website. For local businesses, this can help provide search engines with specific details like your business location, hours of operation, and reviews, which might be displayed directly in search results. It can make your listing more appealing and informative to potential customers.

Direct Line to Your Potential Customers

As you adapt these strategies to fit your unique business needs, remember that local SEO is an ongoing process. It demands continuous attention and adaptation to new local trends and algorithm changes. Navigating the complexities of digital marketing can be challenging, especially when trying to stay ahead of the latest search engine updates. Working with SEO experts can provide you with the insights and expertise needed to enhance your strategy effectively. Professionals can help you ensure your business remains a step ahead  in the competitive market.

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Search Engine Optimization (SEO) Manager

Key responsibilities:.

• Develop and implement comprehensive SEO strategies to boost organic search rankings and drive qualified traffic and leads.
• Conduct thorough keyword research to identify opportunities for content optimization, new content creation and trends in the industry.
• Ideate and optimize website content, including landing pages, blog posts, and product pages, based on targeted keywords and best practices.
• Execute SEO tasks such as updating Title Tags, Meta Descriptions, Headings, Internal Linking, Alt Attributes, fixing broken links, correcting 301 links, finding canonical issues and more.
• Identify and address technical SEO issues, including site speed, mobile responsiveness, crawl errors, and duplicate content.
• Develop and implement effective link-building strategies to enhance domain authority.
• Basic WordPress development tasks, such as creating landing pages or blog posts.
• Find opportunities to continually test and iterate on landing page templates, modules and content to improve both user experience (e.g. conversion, bounce) and SERP performance (e.g. CTR, rankings).
• Collaborate with content creators, web developers, and other marketing team members to ensure SEO best practices are implemented.
• Monitor and analyze website performance using SEO tools and analytics platforms (e.g., Google Analytics, Google Search Console, SEMrush, etc.)
• Stay current with the latest SEO trends, algorithm updates,  technologies and best practices to ensure compliance and maximum effectiveness.

Qualifications:

• 5+ years of experience in SEO, with a proven track record of improving organic search performance.
• Excellent knowledge and experience of SEO best practices and search engine algorithms and ranking factors.
• Experience setting and delivering against measurable SEO metrics.
• Strong knowledge of tools such as SEMRush, Google Analytics4, Google Search Console, and Google Tag Manager (certifications are a plus).
• Excellent analytical skills with the ability to interpret data and make data-driven decisions.
• Ability to prioritize effectively and manage competing priorities to deliver and drive results
• A passion for digital marketing and self-motivated in following the latest developments in the SEO industry.
• Excellent interpersonal and collaborative skills with ability to build strong working relationships
• WordPress experience. Create posts, pages, and update important SEO elements.
• Familiarity with HTML, CSS, and JavaScript as they relate to SEO.
• Experience in B2B marketing is highly preferred.

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Generative Engine Optimization (GEO): Creating Content For AI-Search

GEO (Generative Engine Optimization) is the new SEO for AI-powered search engines. Here are 5 key strategies to optimize your content for AI-driven results.

This has been a super eventful year for the worlds of internet search, artificial intelligence tools, and the blending of the two.  

What is GEO (Generative Engine Optimization)? 

How do you optimize content for ai search engines  , focus on segmented content depth .

• Eco-Friendly Home Design 
• Zero-Waste Living 
• Sustainable Transportation 

Write in a Conversational Tone 

• Address questions people ask.  
• Focus on long-tail keywords. For example - “How do I optimize my website for AI-search?” rather than “website SEO.” 
• Include robust FAQ sections. 
• Provide an executive summary at the top of the page.  
• Include succinct and accurate definitions of uncommon terms in your copy when necessary. 

Develop Multimodal Content 

Keep your content fresh , utilize schema markup .

• Improves search visibility: Provides search engines with a greater degree of details, resulting in richer results and increased click-through rates. 
• Enhances user experience: Helps to display more information thereby driving more engagement. 
• Aids in Voice Search Optimization: Helps voice assistants better understand and provide concise answers. 
• Provides local SEO Benefits: Allows for quick access to details such as location, hours, and reviews.  

Start Optimizing for AI Search Engines Now 

Have questions or comments about this post? We'd love to hear from you.

Related articles, effective ai use cases for web content management teams.

Learn how your web team can use AI tools to boost productivity and do better work, faster. 

AI Content Marketing: A Cautionary Tale 

Computers (the AIs) are interpreting internet data sets to guess what computers (search algorithms) think humans want to read, which is an inherently flawed dynamic (for now).

Read more in Diagram Views

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Search Engine Optimization (SEO) Internship

About the internship, skill(s) required.

Who can apply

Only those candidates can apply who:

1. are available for full time (in-office) internship

2. can start the internship between 17th Sep'24 and 22nd Oct'24

3. are available for duration of 3 months

4. are from or open to relocate to Gurgaon and neighboring cities

5. have relevant skills and interests

* Women wanting to start/restart their career can also apply.

Number of openings

About public relations & advocacy group.